Hardware Podcasts

167: Get Free Earned Media for a New Hardware Product

Product Startup · 16 Mar 2023 · 20m

What this episode covers

Jackson Wightman, co-founder of Proper Propaganda and co-author of The Tech PR Playbook, explains how hardware startups can leverage earned media to build brand equity and trust. He outlines three critical steps for success: differentiating the product story, targeting the correct journalists, and ensuring prototypes are simple to use. Wightman warns against 'feature bombs' and emphasizes that quality execution and clear communication are essential for securing coverage from major tech outlets.

Most relevant to

early-stage companies

Topics

Mentioned

Companies
Proper Propaganda, TechCrunch, Ars Technica, The Verge, New York Times, CNet, Mako Design + Invent, Kickstarter, Indiegogo, Amazon, Nielsen, Samsung, Sony, Apple, Tesla, Nike
Also
The Tech PR Playbook, Brian Heater

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